![\"Sign](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/05\/Q-A-800.jpg\")
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Default advertising networks like Google and Facebook are great if you want to stick to the leaders and play it safe. But there are lots of other digital advertising channels where you can find your target audience.<\/p>\n
Quora is an up-and-coming platform to watch, and we\u2019ve successfully used it with clients as part of their marketing mix. Here\u2019s the CMO\u2019s guide to Quora Ads in under five minutes.<\/p>\n
In this guide, I’ll cover:<\/p>\n
Quora is a social Q&A platform. It allows people to ask questions and get answers from other Quora users, many of whom are professionals or otherwise experienced in the subject matter. The platform lets members upvote the answers to questions, and offers features like other social media.<\/p>\n
Quora has more than 300 million monthly active users. To put this in context, Twitter has about 330 million<\/a> monthly active users \u2014 though Twitter stopped reporting this metric in 2018.<\/p>\n Quora explains how the platform works:<\/p>\n Quora is organized around Topics, which are a series of questions anchored by a main keyword. When a user enters a search term on the site, a drop-down list of related Topics appears. Users can choose to follow Topics, which means related questions and answers will appear in the Quora news feed. Users can also write answers to questions when they have expertise to offer. Similar to how following works on Twitter, users can follow other users and profiles on Quora to receive notifications and see their content in news feed.<\/em><\/p>\n Unlike other user-generated Q&A sites, users on Quora create profiles based on their real identities. Quora has active moderation politics in place to ensure that discourse is civil, content quality is high, and people feel safe sharing their knowledge.<\/em><\/p><\/blockquote>\n Here\u2019s an infographic from Quora that gives the business opportunity at a glance:<\/p>\n Quora Ads is Quora\u2019s advertising arm.<\/p>\n Quora explains<\/a> how advertising within the platform provides opportunity:<\/p>\n Over 300+ million people come to Quora every month to ask questions and read insightful answers. This includes people looking for reliable information about your company, products, competitors and industry. This gives advertisers the opportunity to influence people during the consideration phase of their purchase process. Quora is a unique, high-intent advertising platform, ideally suited to reach customers as they research a product or service.<\/em><\/p><\/blockquote>\n Benefits include:<\/p>\n Quora Ads launched officially in 2017<\/a> and recently has been gaining ground among agencies and brands as a viable place to advertise. According to the 2019\/2020 State of PPC report<\/a> by Hanapin Marketing (now Brainlabs), brands and agencies are taking note.<\/p>\n For example, the 2018\/2019 report found no agencies willing to pitch Quora Ads to clients. But that number rose to 20% in 2019\/2020 report.<\/p>\n And, 14% of brands are investing in Quora Ads, according to the latest data. While this seems like small potatoes compared to Google, Facebook, and others, the opportunity for early adopters could pay off.<\/p>\n Quora Ads feels intuitive for anyone who\u2019s worked with other digital advertising platforms like Google Ads. To set up a campaign, you choose a campaign objective and set the budget (minimum $5 daily to get started), ad schedule, targeting options, and bids (for clicks or impressions). Then you create an ad for Quora with a linked landing page where you\u2019ll drive visitors.<\/p>\n Objectives for a campaign include:<\/p>\n Targeting options<\/a> include:<\/p>\n Native ad types include text, image,s or promoted answers:<\/p>\n Here\u2019s an example of a native image ad:<\/p>\n And here\u2019s an example of a promoted answer within a user\u2019s Quora feed:<\/p>\n The nature of Quora leads to advertising that allows brands to build credibility as subject matter experts.<\/p>\n Besides branding, audience reach is another plus. People searching internally within Quora form a base, already a large population. But your audience may extend to Google searchers as well since Quora answers often rank in search engines organically.<\/p>\n So advertising on the platform is a way to reach a broad audience with high search intent \u2014 for a lot less than you\u2019d probably pay for a Google ad.<\/p>\n Of course, you can view data from third-party studies like this one<\/a> to see what types of results others have experienced. But there are far too many factors at play to generalize this type of data to every brand and campaign. If you\u2019re interested in branching out with your advertising spend, Quora Ads is worth a try.<\/p>\n At Bruce Clay Inc. we offer PPC<\/a> management services covering a variety of ad platforms. Contact us today<\/a> to discuss your business\u2019s marketing goals and get a free quote.<\/strong><\/em><\/p>\n Leveraging Quora Ads offers a unique opportunity to engage potential customers actively seeking information in your niche. To ensure your efforts yield maximum results, here are some expert strategies to consider:<\/p>\n Before delving into Quora Ads, conduct thorough research to understand your target audience’s preferences, pain points, and interests. This knowledge will guide your ad creation and targeting efforts.<\/p>\n Develop ad content that addresses users’ queries effectively. Focus on providing value and solutions rather than a hard sell. This approach establishes your authority and encourages users to engage with your brand.<\/p>\n Utilize Quora’s targeting options to narrow your audience based on demographics, interests, and behavior. This precision ensures your ads are shown to the most relevant users.<\/p>\n Identify high-performing keywords related to your industry and incorporate them into your ad strategy. This increases the visibility of your ads in relevant discussions.<\/p>\n Participate in discussions related to your niche to establish credibility. You can organically drive users to your ads and profile by offering insightful answers.<\/p>\n Transitioning seamlessly optimizing your Quora Ads is paramount:<\/p>\n Continuously test different ad formats, headlines, and visuals to identify what resonates best with your audience. Use this data to refine your campaigns over time.<\/p>\n Every ad should have a clear and compelling CTA that guides users on the desired action, whether visiting your website, signing up, or purchasing.<\/p>\n Regularly analyze your campaign’s performance metrics. Identify which ads are generating the most clicks, conversions, and engagement. Adjust your strategy based on these insights.<\/p>\n Allocate your budget wisely across different ad campaigns and target groups. Monitor which campaigns yield the best results and adjust your budget allocation accordingly.<\/p>\n Maintain a consistent visual and messaging style across your ads and landing pages. This fosters brand recognition and trust.<\/p>\n Now, let’s dive into the step-by-step procedure to utilize Quora Ads to reach your target audience effectively:<\/p>\n Step-by-Step Guide: Mastering Quora Ads for Target Audience Engagement<\/strong><\/p>\n By following these steps, you’ll be well-equipped to harness the power of Quora Ads and effectively reach your target audience with compelling and relevant content. Remember, success on Quora requires a balance of expertise, authenticity, and consistent effort.<\/p>\n","protected":false},"excerpt":{"rendered":" Quora Ads is an up-and-coming digital advertising channel to reach a target audience with high intent. Here’s what CMOs need to know about the popular platform in under 5 minutes.<\/p>\n","protected":false},"author":35,"featured_media":97611,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[11],"tags":[1745,1714,1744,1357,1232,1502],"acf":[],"yoast_head":"![\"Infographic](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/05\/Quora-at-a-glance.png\")
\u00a0 ![\"Infographic](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/05\/Quora-at-a-glance-1.png\")
<\/p>\n<\/a>What Is Quora Ads?<\/h2>\n
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![\"Graph](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/05\/state-of-PPC-platforms.jpg\")
<\/p>\n![\"Graph](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/05\/state-of-PPC-platform-spending.jpg\")
<\/p>\n<\/a>How Quora Ads Work<\/h2>\n
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![\"Quora](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/05\/native-ad-types.jpg\")
<\/p>\n![\"Screenshot](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/05\/native-image-ad.jpg\")
<\/p>\n![\"Screenshot](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2021\/05\/promoted-answer.jpg\")
<\/p>\n<\/a>Why Use Quora Ads<\/h2>\n
<\/a>FAQ: How can I effectively utilize Quora Ads to reach my target audience?<\/h3>\n
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